Know Who To Ask ...

The most important attribute for a PD is to know when to ask for help. I know that OMs/PDs cast the "All Knowing" mystic to establish the top dog, in-charge thing. OMs/PDs don't know everything and a strength of many is to admit it and know where to find answers. I always tell people, "I don't know everything but I do know the people who can lead me to solutions."

For air personalities, the role of radio consultants can be confusing. In the eyes of some, it makes their OM/PD seem like a follower and not the leader. This air personality thinks the consultant is the real boss.

Jock: When my PD tells me anything, I feel as if she is saying the words, but our consultant is putting the words in her mouth. I want to program someday, but I want to be in charge and not be someone's flunky.

Coach: I can't speak to the situation at your station, but I can tell you some consultants are more involved in the day-to-day than others. Everyone is different; some consultants overstep the bounds of advising and become puppet masters. The experience of the local OM/PD has a lot to do with how much some consultants involve themselves.

Jock: My PD has been running this show for six years. She used to do afternoons here before they promoted her.

Coach: Where was she before this and did she program before?

Jock: This is her first PD job. She's worked on the air in a couple of markets that I know of.

Coach: It sounds like she has had some radio life experience, but this is her first programming job and may still need a little more help from a seasoned programmer. Cut her a break, she is still learning on the job.

Jock: I think she is what this consultant wants and he runs the show.

Coach: Including this station, how many places have you worked?

Jock: Two, and I have been doing radio for seven years. I have been at this station for three years.

Coach: You are only looking at this from one side and not the whole picture. I am sure there are some other voices involved in the decisions around your cluster, other than the consultant. Let me explain a few things to you.

When management hires or retains a consultant, it does not necessarily mean a lack of confidence in the OM or PD. It is a matter of an experienced outside voice who can step back and objectively offer advice when it's needed. Having a consultant can be beneficial; I was always fortunate enough to have consultants who I could call upon as counsel to reiterate something to management that I felt strongly about.

Jock: I figured consultants were out-of-work PDs or somebody's buddy.

Coach: A little bit of both can sometimes be true, but far from the truth in the case for most. A good consultant has years of programming experience in a variety of markets and formats. They usually have had successes, failures, and faced a variety of situations. Exposure to life's ups and downs can provide a wealth of information. A consultant can be a good ally.

Jock: How does the ally thing work?

Coach: I will give you an example. Let's say a PD needs research and their proposal keeps getting rejected. The best thing to do would be to get with the consultant and let them re-chase your request with some old fashioned "What if" scenarios to the company powers. Many corporates view consultants as strategic advisors and will evaluate their advice before making a final decision.

Jock: So, these guys make money off advice?

Coach: Yes, they do. Never underestimate the value of perspective and objectivity. Sometimes all of us can be too close to a project and need to step back. That is where a consultant can come in handy. A good consultant knows they are only as good as the PD who is directing the troops and navigating the everyday waters around a station.

Jock: So the consultant thing is good thing.

Coach: Most times yes, but to be honest with you, there are a few consultants who are power hungry, abusive, controlling and are solely driven by controlling the music list and minds of the OM and/or PD. Fortunately, these kinds of consultants are in the minority.

Jock: Did you ever deal with one of those controlling types?

Coach: No, but I had the pleasure of keeping one these maniacal madmen from consulting a station I was programming. One day I was walking by the receptionist's desk and overheard her reading back the spelling of a consultant's name who I personally knew to be the spawn of Satan. When she got off the phone, I asked if she had just been talking to #####? She looked at her message pad and said yes. I proceeded to tell her that if this message was passed upstairs, all hell could break loose in the coming future. She gave the message to me and I tore it up. I then waited for a day and approached management and stated that even though things were going great, we should look at getting a consultant for some added insurance. They were surprised and after taking it under consideration they asked me for recommendations. As I put together a list, I told the receptionist to be on the lookout for another call from Satan's spawn and if it came in, take the message, don't date it, and hold on to it. I gave management two names and then had the receptionist date his message and put in the GM's box. The GM gave me the message and asked me to return the call. I followed through and included Satan's spawn in the interview process; that made three.

I put him first on the list and the person I wanted last. I also gave my pick all the intel necessary to get the gig and he did. Another reason this ploy probably worked is because the last person in the interview process is usually the one most remembered; for good or bad. I know what I did was manipulative, but I had prior knowledge of Satan's spawn history in several previous situations.

Jock: That's funny.

Coach: Thanks, you need to give the PD a break and learn what she does. I also suggest you read up on consultants in other businesses to get a broad perspective on the position.

Conclusion:

The majority of consultants are great sources of information and survivors of radio wars. Most important, many are major players who can help programmers and air personalities with steady employment. I asked a consultant once what the hardest part of his job was and he said, "Getting paid on time."